Adopting a conversational strategy is not a matter of plugging in a chatbot and serving generic answers. Here are a few principles that guide our product approach for Sandra.
A conversational strategy implies a change of posture and a real understanding of how people behave on WhatsApp. Here are the 6 key principles to absorb before deploying a customer experience on this channel.
1. Synchronous vs asynchronous
On WhatsApp, you can reply within the minute… or several days later. A company therefore needs to:
- Be able to reply immediately
- But also pick a conversation back up after a long pause, without losing the thread
That requires conversational memory and well-designed integrations with the CRM or internal tools.
2. Personal vs professional
WhatsApp is an intimate space. A brand relationship there must stay:
- Human, natural, non-intrusive
- Suited to the moment and to the preferred format (text, audio, image…)
A well-judged notification is useful. Badly timed or badly worded, it is spam.
3. Passive vs active
The customer can:
- Start the conversation (click-to-chat)
- Or react to a trigger message (reminder, promotion, follow-up)
The whole challenge is sending the right message at the right moment, with a genuine contextual trigger.
4. Private vs public
Even though WhatsApp feels private, groups, communities and channels are public and will soon be open to advertising with WhatsApp Ads. Brands need to anticipate that their messages can circulate.
That is an opportunity for reach, but also a perception risk: the quality of every interaction counts.
5. Structured vs free-form
The web accustomed us to rigid journeys (forms, steps, menus). But a conversation is messy by nature. WhatsApp finally makes it possible to mix the two: a structured ordering funnel… with free-form questions along the way.
That flexibility gives the human element its place back in digital.
6. Continuous vs one-off
On WhatsApp, a conversation doesn't always have an ending. It can resume three days later. Or two weeks later. The agent, human or AI, needs a memory. Otherwise the experience breaks.
The relationship has to be designed as a continuous thread backed by history, not as a series of tickets.
In short
Putting a WhatsApp strategy in place isn't just adding a new channel. It's adopting a new mindset: smooth, personal, respectful, adaptive.
At Sandra, we help you build that conversational relationship inside WhatsApp:
- Scripted
- Personalised
- Compliant with GDPR and the Swiss FADP
- Connected to your tools, your context, your tone of voice and much more
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Conversations that convert
A 30-minute demo is enough to see what your WhatsApp channel can produce. In Geneva or by video call.